ROMA is a century-old bakery with a focus on artisanal production and signature pastries. We worked on this rebranding, highlighting the family history of three generations of bakers and their Italian-Argentine origin, as well as an expansion that introduced the pastries of the great local chef Fabio Mandia. We created an identity that mixed classic and modern, evidencing the combination of the craft and tradition of the Italian panettone and the contemporary influences of international pastry.